BrickLink has revealed a new logo and branding, with new iconography, as the platform intends to make navigation easier and signals better integration with the LEGO Group.
BrickLink has been making tweaks, changes and enhancements after celebrating the platform’s 25th anniversary last year, including bringing more colours into the Studio palette, merging LEGO.com and BrickLink accounts and introducing new search tools.
To demonstrate the changes that are happening and the platform’s closer integration with the wider LEGO Group, BrickLink has announced new branding that gives the website a more LEGO element infused look and promises easier navigation.
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Many BrickLink members and visitors to the site use mobile devices with smaller screens than a computer, so the changes aim to help users navigate through the different sections more easily. Visitors to BrickLink will find new designs for the BrickLink title logo, new icons for the Marketplace and Community, plus updated icons for the Designer Program and Studio.
Blue and green are the main colours used for the Marketplace and Community icons, which take inspiration from the earliest BrickLink logos, which founder, Dan Jezek selected because they represented the natural world. “The blue and green colours are colours of nature,” Dan said of the original logo. “The blue represents the skies in that BrickLink has no limits on where it can go. The different shades of green represent peace and that this is a friendly site with a lot of friendly people.”
All of the icons for the Designer Program, Marketplace, Studio and Community are made up of four 1×1 LEGO tile designs andcan be easily differentiated by shape and colours at a glance.
“It celebrates everything the community has built and recognises the breadth of experiences that are now available on BrickLink,” says Head of BrickLink Steven Lee. “Simplicity has been key in the designs because they need to help anyone visiting the website to find what they’re looking for at a glance.”
“Inspired by Dan’s original idea, as well as the spirit of the community past, present, and future, the refreshed icons meets our users’ needs while standing as a strong link to the heritage of the brand. It’s great to know that connection is so strong throughout the design.”
Visitors to the website will also notice that there are new parrot mascots, also inspired by the original birds that were a key part of the BrickLink brand throughout its early years. The blue and green parrots represent the buyers and sellers brought together by a shared love of the brick.
In addition to these visual changes, BrickLink Designer Program will simply be dubbed Design Program going forward. The box art and packaging will be change in 2028. Rather than numbered series, release cycles will be called ‘waves’, so what would previously have been Series 12 will be dubbed ‘2028 Wave 1 Collection’ in an effort to make the timing of each collection clearer.
Though fans will have to wait a while for the packaging updates, the website will start to transition to the new iconography immediately.
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